The document discusses various metrics for measuring customer experience and satisfaction, including CSAT, NPS, and CES. CSAT measures overall customer satisfaction. NPS measures customer loyalty by identifying promoters, passives, and detractors. CES measures the effort required for customers to get issues resolved. These metrics provide different insights and are best used together and at specific touchpoints to improve customer experience. Customer survey data should be analyzed, shared, and used to address both micro-level complaints and macro-level issues.

1. Vikas Sharma

2.  Customer experience is as the impression you leave with your
customer, resulting in how they think of your brand, across every
stage of the customer journey.
 Multiple touchpoints factor into the customer experience, and these
touchpoints occur on a cross-functional basis.
 Products and Peoples are the touchpoints

3.  Build brand loyalty and affinity
 Evangelize your product or service, and
 For sustained growth of business, as positive experience will lead to
more referrals and more business.

6. “If you can’t measure it you can’t manage it”
– Peter Drucker

9. CSAT is short for Customer Satisfaction, which is a commonly-used key
performance indicator used to track how satisfied customers are with
your organization’s products and/or services.

10. “How would you rate your overall satisfaction with the
products/service you received?”
Respondents use the following 1 to 5 scale:
1. Very unsatisfied
2. Unsatisfied
3. Neutral
4. Satisfied
5. Very satisfied
(Number of satisfied customers (4 and 5) / Number of survey
responses) x 100 = % of satisfied customers

11. Below is list of average CSAT scores per industry derived:
 Airlines: 73
 Automobiles and Light Vehicles: 82
 Banks: 81
 Cellular Telephones: 79
 Computer Software: 79
 Hospitals: 76
 Hotels: 76
Source: American Customer Satisfaction Index website

12.  Learn more about your customer
 Pay attention to written feedback
 Turn Customer Survey Data into Action
 Put a Social Media Plan in Place
 Make Employee Satisfaction a Priority

13. The Net Promoter Score is a metric used in customer experience
programs, that measures customer loyalty by identifying customers
as promoters, passives, and detractors.

16.  Netflix’s NPS is 68, well above their competition.
 Starbucks’ NPS is a decent 77.
 Amazon’s NPS is a pretty high one at 62.
 Airbnb’s NPS is quite strong at 74.
 Tesla’s NPS is an astounding 96.

17.  73% of people who try out Amazon Prime become paid members.
91% of the members renew their subscription for a second year.
 Airbnb has around 43.2 million users as of now, and the number is
expected to grow to around 60.8 million by 2021
 91% of Tesla owner said “they would buy again” from this brand
 Average Netflix subscriber will stay with the company for 25 months
 Starbucks’ program ended up holding more money than some banks.

18.  Quick feedback loop
 Delight the detractors
 Don’t Ignore your Promoters
 Encourage your loyal customers to promote your product on social
media.
 Ask your loyal customers what they think you should do to be even
better.

19. Customer Effort Score (CES) is a single-item metric that measures
how much effort a customer has to exert to get an issue resolved, a
request fulfilled, a product purchased/returned or a question
answered
Customer Effort Score rose to popularity in 2010, with the
publication of an HBR article entitled "Stop Trying to Delight Your
Customers."

21.  Higher the score would represent a better user experience.
 For a standard five-point scale, responses of four or higher would be
considered good scores.

22.  Provide multiple channels for contact/feedback
 Use self-service
 Reduce wait times

23. While these customer satisfaction
metrics have their uses, neither are as
directly useful for getting actionable
information and making real
improvements to a product.

25.  What you want to measure and when
 Relational survey (NPS)
 About Company/brand as whole
 Customers feedback about their perception of your organization or brand in
general
 Monthly/quarter and year
 Transactional survey (NPS, CSAT and CES)
 Focus on how the latest contact with the company was.
 Were the customers satisfied about the order process, the delivery times and the
end product?

27. Customer surveys help you gather data at specific touch points
 CSAT survey: Tracking your CSAT over time is very useful, because
a sudden drop can quickly alert you to a pressing issue
 NPS survey: Observe trends and evaluate the impact of your efforts,
so you can double down on what works and fix what seems to be
causing problems
 CES survey: A fluctuation in CES means your customers are
struggling to get their needs met. It’s important to quickly identify
the issue (e.g., a website glitch, an ineffective policy, a product flaw)
and fix it ASAP

28.  Who to ask: anyone (prospects,
customers, people who have just used
support, etc.).
 When to use it: Following any
interaction you want to evaluate.
 Where to ask: on-page survey or via
email

29.  Who to ask: paying customers
who have had some time to
experience your product(s).
 When to use it: wait until
customers have had a chance
to experience your product
and brand.
 Where to ask: e-commerce
companies can send via email
(since return visits aren’t
guaranteed). SaaS companies
can use on-page polls or send
via email

30.  Who to ask: customers
attempting to achieve a goal
on your website.
 When to use it: 20-30
minutes after a support call
(so they have time to
evaluate).
 Where to ask: on-page
survey or via email.

31.  Address the micro-level issue(Individual complaints)
 Address the macro-level issues (company processes, policies, product
issues, and/or cultural mindset)
Few tips:
 How common is the experience? Does it affect 4% or of your users?
Or 40%?
 How serious is the issue? Does it keep people from converting? Or is
it a minor annoyance?

32.  Segment your NPS scores by different silos.
 For example specific NPS for contact center with a focus on coaching
and process improvement and present your sales-specific NPS to the
sales team.

33.  Define what you want to measure and when
 Measure what you want to know
 Collect the data
 Analyze the data
 Share the data

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